The AELTC has announced that they shared more than 300 short clips across Facebook and Twitter during the tournament, generating over 3.5m clip plays using Grabyo’s video platform.
Facebook saw the largest number of Wimbledon clip plays with over 1.5m views (42.9%), while 1.4m (40.6%) were on Twitter and nearly 600k (16.4%) were viewed within the Wimbledon.com based video gallery powered by Grabyo.
The most viewed clip of the tournament, which featured Nick Kyrgios hitting a ‘tweener’ winner during his match against Rafa Nadal, generated over 447k clip views alone. The clip spread virally across social media with an organic reach of 3.73m on Facebook as well as 27,924 likes, comments or shares.
On Twitter it enjoyed more than 960k impressions and 26,924 engagements – boosted by second-wave coverage of the relevant tweet by popular online sports destinations such as Sports Illustrated and ATP World Tour,. The match also generated an impressive 660,250 tweets peaking at 11,393 tweets per minute.
The moment Novak Djokovic celebrated winning the tournament by eating grass on Centre Court also generated very significant engagement with almost 300k clip views, organic reach of 6.4m fans and 32,734 likes, comments or shares on Facebook. It also clocked up 190k impressions and 7,308 engagements on Twitter.
Despite Grabyo’s real-time video offering being a mobile-first format, two-thirds (2.35m) of Wimbledon’s social clip views were across the desktop versus one third (1.2m) across mobile devices – possibly due to the fact that the majority of play takes place during office hours in Europe and much of North America. iPhone was the dominant mobile device (as is common with mobile video consumption patterns) with 688,496 of views versus 482,304 on Android.
A number of other clips also attracted substantial audiences including:
- WATCH: Worrying signs for Serena Williams during her doubles warm-up with sister Venus. #Wimbledon (414,837 views)
- WATCH: A game of double faults from Serena as she & sister Venus retire from their doubles match. #Wimbledon (333,712 views)
- WATCH: Djokovic is reunited with wall of champions & is congratulated by the Duke & Duchess of Cambridge (175,635 views)
Alexandra Willis, Content and Communications Manager at the AELTC:
“We were very pleased with the outcome of this initiative, which proved the value of being able to produce content quickly in response to real-time events. The clips drove an impressive level of organic social media engagement and buzz, while also encouraging Wimbledon fans to tune-in, and also providing us with content for the rest of our digital channels. There is clearly enormous potential to take this type of content further in partnership with our broadcast partners but we were delighted with the results in our first year of working with Grabyo.”
Gareth Capon, CEO at Grabyo:
“Wimbledon was undoubtedly our most successful project to date and served to illustrate the potential of this social video format. The significant level of engagement on both Facebook and Twitter demonstrates the opportunity for rights holders across the social space and supports our view that they need to take a cross-platform approach to real-time video distribution. There is much to play for in this market and both Facebook and Twitter are making clear progress in providing a video ecosystem that delivers value for premium content owners.”
You can hear from from the guys at Grabyo at the September ‘Digital Sport London’ event on Wednesday 24th from 6pm. Tickets are available for £10 (plus booking fee) from https://digitalsportlondon11.eventbrite.co.uk